What is a Customer Data Management Platform CDP?
According to its advocates, a CDP differs from customer relationship databases, data management platforms or most marketing platforms because it was designed specifically as a central location for customer data — profiles, personal identifiers, website visits, mobile app sessions, email responses, chat transcripts, audio recordings of customer service interactions, social media comments, purchase orders and so on — and was intended specifically for marketers. There’s no industrywide definition for CDPs, but they have three major attributes: CDPs are managed by marketers without technical backgrounds (as opposed to CRMs, which are operated by IT people), focused on companies’ first-party data and analyze companies’ known consumers, according to Adam Sarner, research vp at Gartner. If business-to-business marketers use CRMs, perhaps a good way to think of CDPs is they are CRMs for business-to-consumer marketers to manage direct customer relationships. A Customer Data Platform allow